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David Coleman asked One day will all calls worldwide be free? after finding good ole Skype.

He talks about the fact that instead of listening to "ring ring, ring ring" while you wait for the other party to answer, you could be fed advertising.

If a service could offer *decent* targeted advertising, then maybe we would be up for it. Or, they could try to offer entertaining rings.

E.g.

*the system notes that you are calling a Pizza Hut*

The special for today is X...

Pepsi products are served here...

[insert competition here ;)]

The service would know a fair amount from the phone number, and could even offer other information, such as telling you that you have unread email, or even read off blog news while you wait.

Could be an interesting way to fund things, as well as other value add services, and paying to opt out of the ads.

The traditional phone companies are on the war path though....